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Successful OTC Brands: 12 Case Studies with a Focus on A+P Strategy

Published by Nicholas Hall & Company Product code 288733
Published Content info 170 Pages
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Successful OTC Brands: 12 Case Studies with a Focus on A+P Strategy
Published: July 9, 2013 Content info: 170 Pages
Description

Leading brands in the OTC market have never had it so tough: facing fierce competition (from cheaper private labels and rival branded entries), value-conscious consumers, rising marketing costs and an ever-swelling number of channels in which to convey their A+P message. So there's never been a better time to look at the lessons to be learned from those OTC brands that have succeeded, and the A+P strategies they employed to build or maintain share in this tough market. This report profiles Advil, Allegra, Bepanthen, Buscopan, Centrum, Emergen-C, Lactacyd, Mucinex, Nurofen, Swisse, Tums and Voltaren.

These 12 case studies focus on successful brands from across the OTC market, taking in Analgesics, CCA, Derma, GIs and VMS. They include in-depth analysis of A+P campaigns - on a global and local scale. They focus on traditional marketing channels as well as use of social media and consumer engagement campaigns. They examine how product lines have developed, considering new launches, successful repositioning and fragmentation of the market. And they illustrate how marketers have responded to specific threats, such as the end of patent protection, rival launches and safety concerns. Each case study includes year-end 2012 sales data, examination of key markets, an overview of innovations & NPD, and detailed analysis of individual A+P campaigns.

Table of Contents

Table of Contents

  • Introduction
  • Advil (Pfizer)
  • Overview
  • Global presence
  • Key market: US
  • Innovation and NPD
  • A+P focus: Advil capitalises on Tylenol recalls
  • A+P focus: Take Action. Take Advil.
  • A+P focus: Pain-free sleep
  • A+P focus: Community engagement
  • A+P focus: Educational initiatives
  • A+P focus: Social media
  • A+P focus: Mobile devices
  • Looking forward
  • Allegra (Sanofi)
  • Overview
  • Global presence
  • Key market: US
  • A+P focus: US launch
  • A+P focus: Japan launch
  • A+P focus: US ads
  • A+P focus: Finding a POD in Canada
  • A+P focus: Global branding
  • A+P focus: Social media
  • A+P focus: MyAllerGenius
  • Looking forward
  • Bepanthen (Bayer)
  • Overview
  • Global presence
  • Key market: Germany Innovation and NPD
  • A+P focus: Brazilian repositioning
  • A+P focus: Breathability
  • A+P focus: High-profile sponsorship
  • A+P focus: Charitable work
  • A+P focus: Tattoos
  • A+P focus: Social media
  • Looking forward
  • Buscopan (Boehringer Ingelheim)
  • Overview
  • Global presence
  • Key market: Brazil
  • Innovation and NPD
  • A+P focus: Global campaign
  • A+P focus: Education
  • A+P focus: Targeting demographics
  • A+P focus: Unusual campaigns
  • A+P focus: Mobile app
  • A+P focus: Social media
  • Looking forward
  • Centrum (Pfizer)
  • Overview
  • Global presence
  • Key market: US
  • Innovation and NPD
  • A+P focus: Brand image
  • A+P focus: Gender differentiation
  • A+P focus: Educational campaigns
  • A+P focus: Centrum Nutri Coach
  • A+P focus: Centrum Guardians
  • A+P focus: Freebies
  • A+P focus: Mobile activities
  • A+P focus: Social media
  • Looking forward
  • Emergen-C (Pfizer)
  • Overview
  • Innovation and NPD
  • A+P focus: Cause-based campaigns
  • A+P focus: My Emergen-C
  • A+P focus: Canada
  • A+P focus: Social media
  • A+P focus: Other forms of advertising
  • Looking forward
  • Lactacyd (Sanofi)
  • Overview
  • Global presence
  • Key market: Brazil
  • Key market: Philippines
  • Innovation and NPD
  • A+P focus: Daily-use message
  • A+P focus: Female empowerment
  • A+P focus: Medical support
  • A+P focus: Lactacyd White Intimate launch
  • A+P focus: Social media
  • A+P focus: Mobile app
  • Looking forward
  • Mucinex (Reckitt Benckiser)
  • Overview
  • Global presence
  • Key market: US
  • Innovation and NPD
  • A+P focus: Brand mascot
  • A+P focus: Fast-Max launch
  • A+P focus: New Zealand launch
  • A+P focus: Digital media
  • Looking forward
  • Nurofen (Reckitt Benckiser)
  • Overview
  • Global presence
  • Key market: UK
  • Key market: Germany
  • Innovation and NPD
  • A+P focus: Nuromol
  • A+P focus: Nurofen Express
  • A+P focus: Nuro
  • A+P focus: Image overhaul 2013
  • A+P focus: Global image
  • A+P focus: Segmentation
  • A+P focus: Education
  • A+P focus: Online activities in Australia
  • A+P focus: Mobile apps
  • Looking forward
  • Swisse (Swisse Wellness)
  • Overview
  • Global expansion
  • Innovation and NPD
  • A+P focus: The power of celebrity
  • A+P focus: US launch
  • A+P focus: Social media
  • A+P focus: In-store activities
  • Looking forward
  • Tums (GSK)
  • Overview
  • Global presence
  • Key market: US
  • Innovation and NPD
  • A+P focus: Change of pace in 2009
  • A+P focus: Mobile devices
  • A+P focus: Tums Freshers launch
  • A+P focus: Stepping up to the plate in person
  • A+P focus: Social media
  • Looking forward
  • Voltaren (Novartis)
  • Overview
  • Global presence
  • Key market: Germany
  • Innovation and NPD
  • A+P focus: Global branding
  • A+P focus: Physical activities
  • A+P focus: Live events
  • A+P focus: Successful Australian campaign
  • A+P focus: Design
  • A+P focus: Targeting demographics
  • A+P focus: Social media
  • Looking forward
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